Basics

Mapp Engage allows you to personalize your messages based on each contact’s profile, preferences, or behavior. Personalized messages increase the relevance of your communication and help improve engagement and conversion.

There are two personalization approaches in Mapp Engage:

• Placeholders – a simple way to insert individual values, such as a contact’s name

• Rules – a more advanced option to show or hide content based on conditions

Placeholders are a great starting point. However, rules offer more flexibility and can fully replace placeholders in most scenarios.

1 Use Case Comparison

2 Personalization Placeholders

Placeholders are used to insert values from user, group, or member attributes directly into a message. They are enclosed in <%...%> and replaced with the actual value during message sendout.

Common examples include:

• First name, city, country

• Group name or membership level

• Loyalty points or preferences

Tools to use:

• Personalization Wizard – Insert placeholders directly during message creation

• Code View – Manually enter placeholders when working with custom layouts or external code

Learn more: Personalization Placeholders

3 Personalization Rules

Rules define whether content is shown or hidden based on logical conditions. This allows you to display or suppress specific parts of a message, depending on each contact’s data or behavior.

Rules are useful when:

• You want to create fallback options if certain data is missing

• You need to adjust content for different audience segments

• You want to combine multiple conditions in one message block

You can also include placeholders inside rules for full flexibility.

Tools to use:

• Personalization Builder – Visually create and structure rule logic

• Personalization Wizard – Insert existing rules into your message

• Code View – Build custom logic manually (for advanced scenarios)

Learn more: Personalization Rules